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Media Intelligence : Media Trends+Strategy 2012
state of play MEDIA Trends + Strategy MEDIA Trends + Strategy 15 Consumer generated media Get measurement right For information on your sector go to www.mediabiznet.com.au What are the latest developments and initiatives you’re working on at Nielsen? The online industry is obviously growing very rapidly. On the back of the expanding media world, increasingly audience measurement is very much a major agenda item for many people. We’re working with the IAB on the new Nielsen online ratings (released in October). It’s what we call ‘hybrid’ – it takes the best of what the existing two products are, in terms of both a panel measurement and tagging measurement, and brings it into one integrated ratings solution that covers all the sites being measured. How has fragmentation impacted on measurement? Certainly on the back of technology – that’s been a huge impact on the industry: fragmentation overall and often fragmentation within the individual media verticals. Our second major development picks up on that fragmentation – the Nielsen Consumer and Media View; a multimedia product, it takes – as per the name – consumer and media information and integrates that into a single source; it takes the industry audience data of television, radio and online and fuses that data into a massive database. It means for the multimedia cross-platform media planning and buying, that you can use all this data in the one database which is an incredibly powerful and impactful tool – a world- first: no-one’s doing it to this level – it’s just fantastic. It means that advertisers, agencies can plan with much more surety because they’re actually using the individual industry currencies and not relying on other data that is more about claimed media usage. What do you think may be the next big thing to impact on media? I don’t think there’s going to be anything that impacts it dramatically overnight. So much of it is evolutionary. There’s a massive growth in social media off the back of Facebook, Twitter, industry blogs, product reviews and, off the back of the strength of online, there’s a hugely expanding world in that whole social media sense. It’s always been said that the best form of advertising is a strong endorsement through some sort of word of mouth: in many ways social media is now fulfilling that role. So the third big area that we’re working on is this whole social media side – we’ve recently launched a product called NM Incite; this is measuring the whole consumer generated or social media on the back of normal paid advertising. Peter Cornelius Managing Director of Media, Nielsen What are your main challenges in planning advertising strategies and choice of medium in this new age of media? The key to embracing fragmentation in our industry is to get measurement right. While new platforms or technologies will come and go, the ability to consistently create effective strategies for our clients comes down to accountability – and we do that through understanding what to measure, how to measure it, and quite often the important question of what’s not worth measuring. While this technical approach is critical, there is also the fundamental challenge of understanding people, and how technology is affecting how they behave, act and communicate. Staying on top of these behaviours is crucial, and one of the core functions of our Innovation & Technology department – a team who are constantly testing emerging technologies to understand how we can use them effectively for our clients. How are you integrating the variety of digital offerings into cross-media platform initiatives? The key way we see integration working is everyone within the business understanding why integration is important – it’s not just because it’s a buzzword, it’s because integrated communications work better. We’ve done a lot of research and crunched a lot of numbers to understand how an integrated communications strategy has impact far beyond a traditional campaign. So the integration comes out of this understanding, rather than doing mobile or social or online video because it’s the latest fad, we seek to understand why we should be using these channels and how to get the best results from them. Where do you envisage the positioning of the agency in the media buying and planning mix in the immediate future (next 3-5 years)? We’re already seeing ourselves as a communications agency rather than a media agency. I think any media agency who has moved beyond traditional planning and buying will have seen a significant increase in business from more diversified services, and this is a key indicator to where we’ll end up in 3-5 years. Where media agencies with social media, mobile, content, or research are not an uncommon sight today, the key change in the next three years will be in data. While at the moment media agencies have shifted slightly to look more like communications agencies underpinned by media buying, we’ll soon see a shift to creative communications agencies underpinned by data. What is the next big thing to impact on media which could change the nature of the game yet again? “Big Data” is a concept that is still emerging in most Australian businesses – the ability to capture, store and analyse immense amounts of fast-moving data has been the backbone of technology like real-time bidding and DSPs in media, but it’s an area that agencies aren’t truly leveraging. If you scratch beneath the surface of most leading agencies today – whether they’re media or creative – you’ll almost always find a really solid business science or data analytics unit enabling all that great work. On a more consumer facing level, TV is approaching massive change. We’re still a few years off truly disruptive change – we need a much faster IP network, and things like adserving and buying models need to be sorted out but within five years we will have finally evolved from buying TARPs and broadly defined audiences, and one step closer to the “audience of one”. Nic Hodges Head of Innovation & Technology MediaCom Australia p14-15,17_stateOfPlay.indd 15 28/11/11 2:45:44 PM
MT Resource Guide 2011
MT Resource Guide 2012